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Community-Based Tourism in Melaka Unesco World Heritage Area: a Success in Food and Beverage Sector?

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Community-Based Tourism in Melaka Unesco World Heritage Area: a Success in Food and Beverage Sector? PLANNING MALAYSIA: Journal of the Malaysian Institute of Planners VOLUME 15 ISSUE 1 (2017), Page 89 - 108 COMMUNITY-BASED TOURISM IN MELAKA UNESCO WORLD HERITAGE AREA: A SUCCESS IN FOOD AND BEVERAGE SECTOR? Syakir Amir1, Mariana Mohamed Osman2, Syahriah Bachok3, Mansor Ibrahim4, & Ismawi Zen5 1,2,3,4,5Kulliyyah of Architecture and Environmental Design INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA Abstract Community-based Tourism (CBT) is a tool for local economic development due to its capability and strength to provide economic sources to the resident destination. Given its focus on benefiting the local community, CBT has attracted a significant degree of academic attention. However, to date, there has been little discussion and evidence based on comprehensive studies on local economic benefits with regards to tourism activities in Malaysia as compared to other regions. This study examined tourists’ expenditure on food and beverage, and its contribution to the local economic in Melaka UNESCO World Heritage area. A total of 1,000 diary record survey were collected. Chi-square Automatic Interaction Detection (CHAID) was used to model interaction of domestic and international tourists. The results revealed 22.1% of the tourists spent between RM16.00-RM147.50 per trip for breakfast, lunch and dinner. However, only 9% (breakfast), 34% (lunch) and 43% (dinner) were channelled to local economy. Keyword: Tourists expenditure, food and beverage, Melaka UNESCO World Heritage area Date Received: 30th April 2016 Date of Acceptance: 30th October 2016 1Assistant Professor at International Islamic University Malaysia. Email: [email protected] 89 Syakir Amir, Mariana Mohamed Osman, Syahriah Bachok, Mansor Ibrahim, & Ismawi Zen Community-Based Tourism in Melaka UNESCO World Heritage Area: A Success in Food and Beverage Sector? INTRODUCTION Malaysia has been practising the community-based tourism (CBT) approach in tourism development since the year 2000 until the present. The community- beneficial policies and strategies were introduced in the Eighth Malaysia Plan for the period of 2001-2005. The aspiration for community benefits was continued in the Ninth Malaysia Plan (2006-2010) and Tenth Malaysia Plan (2011-2015). The government has allocated around RM19 million to help generate income among the local community members involved in the tourism industry (Ministry of Tourism and Culture Malaysia, 2015). Community-based tourism programs that were considered successful in generating an influx of tourists were homestay programs in Kampung Bukit Bangkong, Kampung Hulu Chucoh and Kampung Hulu Teris in Banghuris, Selangor (Fauziah Che Leh & Mohd Rezuan Hamzah, 2012). Many researchers have conducted studies on local participation in tourism activities such as Zaaijer and Sara (1993), Brandon (1996), Wells, (1996), Aas, Ladkin and Fletcher (2005), Jones (2005), Lepp (2007), and Lee (2012). However, to date, limited study has been done to assess and validate the economic benefits received by the local economy from the various tourism activities in an area and therefore, this research is timely. Melaka UNESCO World Heritage area was chosen as the study area as it has recorded the highest number of domestic and international tourist visits in addition to being inscribed by United Nations Educational, Scientific, and Cultural Organization (UNESCO) as a ‘World Heritage Site’. Tourism is an expenditure-driven economic activity (Mihalic, 2002), that often a significant source of income in many countries (Mok & Iverson, 2000; Li, Song & Witt, 2005; Song & Li, 2008). Tourists purchasing pattern is likely to vary in several tourism activities namely in accommodation, entertainment, shopping, food and beverage as well as transportation (Wang, Rompf, Severt & Peerapatdit, 2006). Moreover, tourist expenditure in those tourism activities is considered as one of the potential tools to improve the economy of local communities (Beeton, 2006; Trejos & Chiang, 2009; Sutawa, 2012). Therefore, tourism is believed to be able to generate income and enhance the economic opportunities of the local community. However, more recently, literatures have emerged that offer different findings, where benefits from tourism activities are low to local economy (Crompton, Lee & Shuster, 2001; Tyrrell & Johnston, 2001; Kasimati, 2003; Daniels, Norman & Henry, 2004). Therefore, community-based tourism should be encouraged to improve the economic benefits received by the local community in expanding their economic opportunities in the tourism industry. The aim of this paper is to examine the local economic benefits from the food and beverage sector in Melaka UNESCO World Heritage area. © 2017 by MIP 90 PLANNING MALAYSIA Journal of the Malaysia Institute of Planners (2017) LITERATURE REVIEW Community-based Tourism Community-based tourism (CBT) is a type of sustainable tourism where ‘people’ or ‘community’ is the focus of tourism development in a particular host destination. Pearce and Moscardo (1999) believe that CBT can produce successful practice and implementation process in developing and less developed countries. This is supported by McCool, Moisey and Nickerson (2001), Davis and Morais (2004), Roe, Ashley, Page and Meyer, (2004) where their studies have observed the CBT in countries like Gambia, Uganda, Cambodia and Laos. McMillan and Chavis (1986) define the term ‘community’ into three categories (i) Ecological approach: the community living together and adapting to the setting, a process that produces distinctive community characteristics. (ii) Social approach: the roles and institutions that govern society, social relations and the primacy of group membership. (iii) Interactive approach: social interactions of individuals, people, organization occupying a restricted geographic area. As a result, these categories portray multiple descriptions and classifications of the term. Kling and Posner (1990) have added the ‘community’ in ecological approach, as a group of people that share a similar geographical area, for instance, the community in a residential area or a village. Madrigal (1995) argues that a community living in the same geographical area can be categorized into smaller communities, such as the youth community, elderly community and housewife community that share common characteristics within the area. Hollinshead (2004) divides the community into three groups, which are based on solidarity, geographic area and socio-geographic structure. Other scholars define ‘community’ as a group of people living and staying in the same locality, as well a group of people that share similar ideas, purposes and basic values (Davis, 1991: Mayer et al., 2000; Williams & Lawson, 2001). The clarification of ‘community’ is crucial for the study in order to justify the direction of community-based tourism. The definitions discussed mainly refer to spatial and interaction factors. This shows that communities are varied in nature. A community consists of various characteristics and attributes in the radius of large land uses and town centres along with types of tourism activity areas that consists of different community organizations, structures, relations and roles. Local Economic According to authors such as Bellamy, Meppem, Gorddard and Dawson (2003), Koo (2005), Shaffer, Deller and Marcouiller (2006), and Gunder (2009), there is no clear and hierarchal sequence of local economic theories in describing details of local economic development and benefits due to the complexity, flexibility and © 2017 by MIP 91 Syakir Amir, Mariana Mohamed Osman, Syahriah Bachok, Mansor Ibrahim, & Ismawi Zen Community-Based Tourism in Melaka UNESCO World Heritage Area: A Success in Food and Beverage Sector? multiple perspectives influenced by mixed concepts (Rowe, 2009; 2012), practices (Valler & Wood, 2010) and rhetoric (Scott, 2006). In addition, Gunder (2004) clarifies that the built environment field, especially in town and regional spatial planning, often face inconsistent and conflicting theoretical bases when dealing with local economic development. Most of the CBT describe high economic impacts and benefits of tourism activities which must be channelled to the host destination residents (Amat Ramsa Yaman & Abdullah Mohd, 2004; Jones, 2005). Local economic development in CBT perspective is defined as a process in which the local residents design, develop and implement the tourism development strategies by using local resources, with the aim to improve the quality of life and economic opportunity of the local community (Potter et al., 1999; Pike, Rodriguez & Tomaney, 2006). Within the framework of local economic benefits and impacts, the benefits can be divided into direct effects and indirect effects. Direct effects towards the local economy are the effects, benefits, and consequences from the tourism activities themselves (Bowitz & Ibenholt, 2009). These effects are generated through two main channels, which are earnings and revenues to the local community especially local-based businesses (Nel, 2001) as well as employment opportunities (Ashley, 2000; Wearver & Lawton, 2007). According to UNWTO (2005), there are six ways in which the CBT may generate earnings and revenue for a particular local community: (1) the foreign exchange earnings, (2) direct and indirect employment and income, (3) ownership and management of tourism establishment (e.g. hotel, restaurants, café and private taxi), (4) direct sales of tourism goods and services to tourists, (5) investment in tourism infrastructure, and (6) development
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